Blog / Company

Email Delivery for the Dissatisfied

Published: 24 December, 2016

If you think you are getting 100% email delivery no need to read further and Merry Christmas and a Happy New Year.

If not read on……

Email delivery is the dirty secret that no vendor wants to talk about. What we have found is that these vendors continue to provide clients with ineffective solutions and “best-practises” that fail. The advice is dated and does not match the huge advances in email delivery, SPAM management and inbox relevancy scoring. This is the constant complaint we get when we migrate clients to our platform from generic email and marketing automation providers. It is pretty much the same when client move away from us – seduced by the “sizzle” of other but then disappointed with the “steak”.

Don’t get fooled by email delivery claims from these vendors.

Email delivery has become a discipline and a practice in its own right

At ProFundCom we have a team of developers and consultants studying this emerging field for delivering legitimate email communications in a compliant and secure manner.Whilst we cannot migrate everyone to our platform (we only focus in finance) we are sending out a warning to help email marketing teams make sure that they are not lead down a blind alley.

IP Addresses

You may have a dedicated IP address but if it is in a range of IP addresses that are poor then that significantly affects delivery. This is the single most quoted bit of mis-information that vendors provide clients with. This along with IP address “warm-up” are over-rated and no vendor is able to provide any quantitative or qualitative analysis (Source: McAffe)

Whitelist your email address with your recipients

If your list is more than 50 it is impossible to contact all your recipients and harder to keep track-off. Look for trends if a particular domain is not reading communications – more than likely they have silently bounced you. (Source: BounceStudio)

SPF and DKIM and domain keys.

If the originator of the email does not sit inside your domain then SPF and DKIM will have a less than 80% delivery-rate…..and it is getting lower. It is getting to a point where SPF and Domain keys are totally ignored by some large organisations and they as a rule, do not deliver mail from bulk providers (Source: Microsoft Exchange Delivery Team)


If your images are being used as beacons to track readership then the images will not be displayed and will be picked up as SPAM. Worse if you have https links they will fail and the related images will not be displayed. (Source: MailChimp Support)

URL and Links in your email

If the links in your emails are pointing to websites what are not in your domain or websites that have a poor reputation, delivery is also compromised. (Source: Symantec Cloud)

Using different domains to send

A number of providers claim that using a sending domain that is different to your original domain increases delivery rate. It does not improve delivery rates at all and as the domain does not resolve back to the senders domain as is seen as reason to reduce the senders reputation. (Source: MxToolBox)

An impressive tool that we recommend is Litmus and MxToolbox that will identify where things are going wrong. If you are interested in learning more about email delivery you can always contact us at ProFundCom.

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